US: Spin Master unveils La Dee Da fashion dolls

Firm to launch the range where everyday things inspire unexpected fashions.
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La Dee Da is a fashion label created by a New York City teen named Dee and her three best friends, Tylie, Cyanne and Sloane. While attending design school in the city, thedesigners always go for the bold. Whether its shake-up make-up, fierce outfits, or purple curls, La Dee Da invites real girls to create, imagine, and express themselves through a new kind of fashion play.

Targeted to girls aged six to ten, La Dee Da delivers a combination of fearless fashions, accessories and activity booklets complete with the girls' back story and "do it yourself" activities.

"We are thrilled to launch our exciting new fashion doll line, La Dee Da. La Dee Da is about a teenage fashion designer Dee and her super talented BFF's. You will be blown away by their incredible imaginations and over-the-top looks", said Nicole Perez, VP of Mmarketing, Spin Master.

"La Dee Da encourages all girls to design their world and turn ordinary to extraordinary."

In addition to the retail launch of La Dee Da, the brand will extend into the digital space with interactive content on LaDeeDaGirls.com and innovative apps for the iOS platform.

Girls can participate in the adventures of Dee and her friends with e-Stories for the iPad. The website invites them to follow the stories and design ideas of the La Dee Da girls, create designs, play games, and more. Games will also be available on iPhone and iPod Touch.

Line extensions and accessories include DEE Signature Doll, Sweet Party Collection and World Trip Collection and Fashion Design Sketchbook, Le Bun's Closet and Studio Fashions will all be available in August at leading retailers and specialty stores throughout the US and Canada, and online at www.LaDeeDaGirls.com.

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